Montana Master Plan for the Lewis & Clark Bicentennial

1. Montana Lewis & Clark Bicentennial Montana Master Planfor theLewis & Clark Bicentennial Outline of Draft Strategy August 16, 2000 The Hingston Roach Group Tom Hudson Company Premier Planning

2. Contents Section Slide # Introduction & Background 3-12 Current Conditions 13-33 Strategic Markets 17 Strategic Goals 23 Events - Existing/Planned 31 Master Plan Strategic Framework 34 Tier I Program 45 Travel Corridors & Tier I Projects 55 Implementation 78 Promotion Programs 86 Next Steps: Schedule & Comments on Plan 92

3. Perspectives on the Bicentennial • National Lewis & Clark enthusiasm is a phenomenon: fills a need for heroes • To historians: “the Event of the century” • To tourism businesses: “the Opportunity of the century” • To conservationists: “the (potential) Trampling of the century” • To residents: “the (potential) Headache of the century”

4. Montana Master Plan • Purpose & Scope of Master Plan: • “Big Picture” Strategy • Evaluation: Strengths, Challenges, Opportunities, Threats  Gaps, Overlaps • Action Plan • Budget & Timeline • Partners, Roles, Responsibilities • Resources to Implement (Funding, Technical Assistance) • Fundraising Strategy

5. Key Players • Montana Lewis & Clark Bicentennial Commission (sponsor of Master Plan) • Travel Montana • 15 Local (County/Regional) Planning Commissions • 10 Native American Tribes • Montana Tourism & Recreation Initiative (MTRI) Interagency L&C Planning Team: • State: MT Historical Society; Fish, Wildlife & Parks; Dept. of Transportation; Dept. of Commerce; U of MT • Federal: USFS, BLM, Bureau of Reclamation, Corps of Engrs, National Park Service, BIA, US Fish & Wildlife

6. Stakeholders(Who Are We Serving?) • Montana Citizens, Communities • Montana Businesses • Nonresident Visitors • Historians/Preservationists • Elected Officials • Public Agencies • Educators, Students

7. Commission Mission • Lead in planning & coordination • Provide focus, direction, oversight • Facilitate delivery of technical guidance & assistance to communities, groups, individuals • Public education & awareness • Coordination of events (programming) • Promotion of historical & cultural awareness • Encourage Native American involvement • Responsible stewardship of Trail/sites

8. Guiding Principles • Highest ethical standards • Historical & cultural accuracy • Responsible stewardship re. impacts • Appropriate endorsements via Commission • Objectivity in evaluating proposals • Emphasis on education in events • Fiscal responsibility: benefit entire state • Partnerships: projects, fundraising, sponsors • Broad public participation - all perspectives

9. Commission Goals • Promote public awareness • Provide leadership & coordination of activities • Coordinate, promote & lead educational endeavors • Create long-term legacies • Educate, inform & entertain residents, visitors • Emphasize fiscal responsibility & central source of technical expertise

10. Planning Process • Orientation, Info-Gathering (Mar/Apr ‘00) • Meet with Commission, Key Partners • Review results of focus sessions, workshops • Establish evaluation criteria for programs & projects • Evaluate Current Conditions (Apr-May ‘00) • Review data, priorities, industry input • Context of national, other states’ plans • Integrate All Info -- gaps, overlaps (May-Jul ‘00)

11. Planning Process (cont’d) • Present Draft Strategy to Commission (Jul ‘00) • Distribute Plan Outline for Comment (Aug ‘00) • Obtain Input and Endorsement (Aug-Sept ‘00) • Create Master Plan Document (Aug-Sept ‘00) • Strategies and Action Steps: • What, Where, When, Why, Who, How Much • Marketing Strategy (esp. Targeting Montanans) • Sponsorship & Endorsement Programs

12. Planning Process (cont’d) • Refine per Input; Submit Final Plan (Sept ‘00) • Commission Adoption of Master Plan (Oct ‘00) • Begin Plan Implementation (Oct/Nov ‘00) • GOAL: Create a “Seamless System”

13. Montana Lewis & Clark Bicentennial Current Conditions Strengths, Challenges & Threats Strategic Markets Strategic Goals Existing Infrastructure Planned Events 13

14. Current Conditions • Strengths/Opportunities: • 25% of Trail is in MT, very accessible • Commission, full-time Director in lead • MTRI inter-agency team coordination • Currently 10 million visitors/year to MT • State supports Commission with funding • Network of local planning groups - many L&C experts/enthusiasts in MT • National image of Montana is positive • L&C infrastructure in place (Trail, sites, existing visitor/interpretive facilities)

15. Current Conditions (cont’d) • Challenges: • Lack of “porta-potties and parking” • Many project proposals, limited funding • Lack of L&C knowledge among MT residents, service providers - visitors expect “experts” • Possible negative attitudes re. tourism • Vastness of state • Reliance on volunteers • Lack of team • Difficult to use regulation as a tool • Few major corporations to tap as sponsors

16. Current Conditions (cont’d) • Threats: • Over-investment • Under-investment • Trampling - impacts on L&C sites, communities, private land • Consumer, sponsor burnout with L&C • Natural disasters (fires, floods, etc.)

17. Strategic Markets • In-State & Out-of-State • Recreationists-Fun • Heritage/Cultural Enthusiasts • Educators & Students • Preservationists • Adventurers

18. Strategic Markets Defined • Montana Residents • 75% take 1 or more pleasure trips annually • 73% are in-state trips, 27% out-of-state • Spend $255 million on travel in Montana • Increase of just 25% in resident in-state trips = $85 million economic impact = 1,600 jobs!

19. Strategic Markets Defined • Montana Visitor Highlights (9.4 million in‘99): • Couples, age 30-49, college grads, professionals, 34% with kids • From WA, CA, ID, WY, CO, ND, Midwest • Visiting National Parks, friends & relatives, wildlife viewing, 31% pass-thru (summer), 10% traveling for business • 37% stay 4+ nights, 75% return rate • Interest in historic/cultural attractions: • 13% Historic Sites • 11% MT History • 10% Native Amer Culture

20. Strategic Markets Defined • Projected L&C Visitors • 4 - 8 million projected to MT from 2003-2006 • Frequent travelers (4+ times/yr) • Household income $68,000 • 50+% college graduates • Half are age 55+ • Activities: shopping, historic sites, museums, art galleries, churches, fine dining • Want to have fun, see/do new things, enrich perspective, relax • 60% will drive; stay in hotels

21. Bicentennial Visitor vs. Current Montana Visitor • Heritage (Bicentennial) Visitor: • Higher level of education, income • Older • Higher expectations • Spend more • Interested in local history (not just L&C) • Seek enrichment, perspective, fun • Need some amenities • Bicentennial brings higher-value visitor (quality vs. quantity of visitor)

22. Timing is Critical • Bicentennial is Four Loooonnngg Years! • 22 States Promoting - Kick-off in Jan 2003 • National Sponsors - “Early In, Early Out” • Consumer Burn-out (Short Attention Span) • Implications for Montana: • Scheduling of events (begin early or wait?) • Timing of promotions (2003/04 vs. 2005/06) • Volunteer burn-out

23. Strategic Goals • Emphasize L&C education, legacies • Serve Montana citizens, communities first • Enhance system of gateways with L&C info • Focus on key highways, airports, Amtrak • Enhance and protect key sites, Trail • Additional facilities, staff are needed • Encourage dispersal of projects, events, people across State • Consider existing accommodations, amenities, infrastructure

24. Strategic Goals • Market shoulder seasons (Oct-June) • Hotels are approaching capacity July-September • Emphasize quality vs. quantity of visitors • Extend length of stay, dollars spent per day • Maximize timing of marketing and events • National event begins January 18, 2003 • Consumer/sponsor burnout by 2005 is a concern • Event development/coordination is needed • Obtain funding for critical projects, events • Commission takes lead in seeking funds • Must coordinate with state and federal agencies

25. Kalispell 12 Glasgow 13 11 Great Falls 5 16 15 1 14 Missoula Helena 18 9 3 7 Butte Miles City Billings Bozeman 4 2 8 10 6 Key 17 Lewis & Clark Trail Important L&C Sites Strategic Sites & Destinations

26. 91 45 T13 12 Kalispell Glasgow 13 68 11 5 16 15 Great Falls 1 14 63 62 MD3 Missoula 18 9 3 Helena 7 MD4 Miles City 4 1 Butte MD1 14 MD2 Billings Bozeman 2 8 10 MD5 6 Key 17 Existing Rest Area Planned Rest Area Planned L&C Wayside Important Sites Commercial Airports Amtrak Stations/Stops Major Hwy Access (>1,000 ADT) 5 Strategic Gateways

27. Kalispell 12 Glasgow 13 11 Great Falls 5 16 15 1 14 Missoula 18 Helena 9 3 7 Miles City Butte Billings 4 Bozeman 2 8 10 6 17 Planned MDT Highway Improvement Projects

28. Planned Highway Improvement Projects • Focus on safety & key corridors • Most projects already budgeted • Emphasis on: • Additional funding for corridors • Optimal timing for Bicentennial • Endorsement expands potential resources

29. 80%+ <50% <50% Hotel Occupancy Hotels nearly full Jul-Aug, 70% Jun & Sept Regions of state vary, some have limited amenities

30. # of Lodging & Camping Facilities by Region Glacier Country Charlie Russell Country Missouri River Country 51 28 Kalispell 430 187 135 63 Glasgow Great Falls Missoula Helena 131 44 183 156 Miles City 321 99 Butte Billings Bozeman Gold West Country Custer Country Yellowstone Country Lodging #Camping #

31. 8 6-8 8 8 8 8 8 Kalispell Glasgow 6 Great Falls 6-9 7-9 6 3 7-9 6 7 9 10 6 5 6 7 7-9 7 7 7 1-2 1 Missoula Helena Miles City Butte Billings Bozeman 7 9 8 Key Community Agency Tribal Existing & Proposed Events

32. Existing & Proposed Events • 28 existing/planned events so far* • 12 Reenactments/Encampments/Festivals • 7 Displays/Presentations/Exhibits/Tours • 5 Theater/Arts Productions • 3 Sports/Recreation Events (1 Statewide) • Corps II Traveling Park (NPS-statewide) • 80+% Summer, 10% Winter, 7% Other • All regions except Bitterroot (to date) • Does Not Include Rodeos, Pow Wows, Annual Community Festivals, etc.

33. Events Schedule Month: Total • May: 1 • June: 6 • July: 11 • August: 5 • September: 5 • Oct-Apr: 3 • Unknown: 3 Total: 34 (Some events span more than 1 month) 80% in Summer

34. Montana Lewis & Clark Bicentennial Master Plan Strategic Framework The “Big Picture” System 34

35. Master Plan Strategic Framework • Bicentennial projects fall into 5 categories (some projects will overlap categories): • Education and Communication • Historic Preservation • Community Development • Business Development • Resource Management • Commission, agencies and local groups form communication & planning network

36. Strategic Framework Context Education & Communication Community Development Historic Preservation Commission & Advisory Team Resource Management Business Development

37. Quality of Life Overlay Legacies Overlay Strategic Framework Strategic Framework &Long-Term Benefits • Key goal of Bicentennial projects is to enhance quality of life and provide lasting legacies

38. Three-tiered System of Strategic Programming 1st Tier • Seamless Statewide L&C System: • Strategic, Integrated Set of Projects • Focus: Projects of Statewide Significance • Quality in Each Dimension of L&C Experience • Subset of “All” Projects in State • Limited resources - must prioritize projects

39. 2nd Tier • Support System for Local/Regional Preparation: • Technical assistance • Both proactive & responsive • Assist in resource acquisition: funding, etc.

40. 3rd Tier “Opportunistic” • System for Local Exceptions & Later Ideas: • Technical assistance • Move to 1st or 2nd Tier

41. Commission’s Criteria for Evaluating Project Proposals • Sustains/enhances local infrastructure • Enhances/protects L&C historic, natural or cultural resources • Leaves a lasting legacy • Historical accuracy & cultural inclusiveness • High educational value re. L&C experience

42. Commission’s Criteria for Evaluating Project Proposals • Potential to generate interest; attract range of visitors • Surmountable challenges; realistic budget and funding prospects • Demonstrated local, agency, tribal support • Direct relationship to L&C story in Montana; enhances visitor experience

43. Planning Team Expanded Criteria for Project Evaluation “SUPPLY” FACTORS: • Enhances major L&C site, key gateway • Enhances geographic distribution • Accessible (highway, airport, rail) • Proximity to major destinations • Presence of supporting amenities • Long-term community benefit • Doesn’t overwhelm local capacity

44. Expanded Criteria (cont’d) “DEMAND” FACTORS: • Match with target markets (residents, tourists) • FUN! - entertainment value • Potential for private sector support • Adds breadth to product mix (potential to increase visitor length of stay) • Contributes significantly to State/Nat’l event • Marketable statewide/nationally (attractive to sponsors & media)

45. Tier 1 Historic Preservation Projects • Archaeology: L&C sites • Land acquisition: Travelers Rest, Crimson Bluffs, $ pool for other • Cultural/heritage assessments • Site monitoring & protection • Tribal oral histories • Ft. Benton reconstruction

46. Tier 1 Education & Communication • Statewide signage program • Strategic visitor & interpretive centers • Institutes, exhibits, museums, seminars: • L&C 101, event planning, upgrades • Annual L&C preparation conference • State assistance team & local network • Commission: guide national planning • Strategic promotion: residents/visitors

47. Tier 1 Community Development • Local infrastructure/safety assessment • EMS, law enforcement, parking, potties • Events, festivals, reenactments • Amphitheaters, theatrical productions • Travel funds pool for local/tribal L&C groups for state planning meetings

48. Tier 1 Resource Management • Resource assessment/monitoring • Public safety & emergency communications master plan • Seasonal staff for agencies • Site improvements (facilities, access)

49. Tier 1 Business Development • Tourism research (UM ITRR, Nat’l) • Community tourism assessments • Business assistance (workshops, etc.) • Encourage national logo licensing • Sponsorship opportunities • Promotion programs - coordinate with travel regions and Travel Montana

50. Tier 1 Program Summary: Key Sites & Projects • 18 key L&C destinations (sites) • 7 travel corridors • 15 historic preservation projects (5 statewide) • 6 resource management programs (2 statewide) • 17 organization enhancements (planning, agency staffing, local/regional support) • 10 educational/cultural projects (4 statewide)